In Digital wins Performance Marketing Award

We are delighted to announce that we won the Performance Marketing ‘Best Use of Data and Insights’ 2024 Award for our collaboration with Puresport last month!

Collecting our glossy, purple prize at Grosvenor House was a moment of immense pride and joy. This award is a significant achievement for our team, especially given that our category was the most competitive and the award so prestigious, so we didn’t just win, we really won!

“I couldn’t be prouder of the work of our team and the amazing opportunity it has been to work with Puresport,” head of data & analytics María José Rivelles said.

So, how did In Science do it? How did we use data to champion a 216% increase in sales and double Q1-2023’s average monthly by Q4-2023, exceeding targets?

1. Brains & expertise

First of all, In Science is a very clever team with lots of experience. Spearheaded by María, she has studied at no fewer than five prestigious universities including America’s Ivy League university Yale, Imperial College London and Tecnológico de Monterrey, her background speaks for itself. It was therefore a no-brainer for co-founders Alex & Ollie at In Digital to create space for María to work her magic.

“A few years ago, we created a division of our business called ‘In Science’ led by the incredible María. Our distinct purpose was to push the work we do in data science because we know the significant impact it has on cross-channel media effectiveness,” explained co-CEO of In Digital, Alex Lockett.

“This award is recognition of the indubitable impact In Science has on the performance of all our clients!” he continued.

María works alongside Eve Staicu, associate performance manager at In Science who has a background in economics from Durham University and Nelson Niu, a first-class data scientist graduate from UCL and LSE. Suffice to say, this data trio are definitely not lacking in neuron pathways!

Eve Staicu, associate performance manager at In Science holding the award at In Digital offices.

2. Collaboration

Next up, In Science worked collaboratively. Although this was a data project, they worked in a cross-platform way with the other teams at In Digital. They worked with the emailing team at our sister company, Ingage, alongside our in-house paid media team to understand what these teams needed so that they could have a bigger picture and prioritise accordingly, identifying the biggest opportunities for growth.

This cross-platform approach enabled In Science to deal with the challenges of prioritising data needs in an even more efficient way.

“Working with a start-up e-commerce brand posed an interesting challenge: there were so many potential avenues to explore. We had to focus on what was most valuable to the client. This way we could balance our in-depth analytics project with delivering actionable insights, crucial for their fast-paced start-up environment,” Eve explained.

None of this would have been possible, of course, without the great work of our amazing clients, Puresport.

“As an in-house partner, our impactful results are a testament to the excellent collaboration with our clients. Leveraging their strengths drives performance and growth. This success is greatly attributed to the outstanding team at Puresport,” Alex commented.

Teamwork really is the dreamwork, and In Science partnered with some amazing companies along the way. One of them was Panoply.

Panoply’s cloud data platform transformed our clients’ data in the storing phase into an organised and efficient way so that In Science could spring into action to analyse and interpret the complex data provided. This led to invaluable insights to drive strategic decisions for growth. It was Panoply’s management of our clients’ data that provided our team of economists, data scientists and business analysts with the invaluable insights that drove growth for our client Puresport. Here is what we learned together:

• The average lifetime value was 3x average order value
• Promoting the right entry product increased lifetime value by 88%
• “Next-best-product” recommendations decreased churn rate by 50%
• Driving repeat purchases through paid media increases lifetime value by 71%
• Promoting the right entry product increases lifetime value by 88%

These insights gave us and the clients the information they needed to make those important decisions.

Finally, as our friend Maya Angelou famously said, “you can only become truly accomplished at something you love,” which brings us to our secret ingredient for success, passion.

Here at In Digital, we have a goal to democratise data accessibility, challenging traditional notions of data engineering requirements and investments and share capabilities. This is one that many of our partners, such as Panoply share, and is surely what leads to such great alignment and success.

“This award reflects everything we believe in at In Science, In Digital’s data team. Marketing and data teams should work as one to unlock growth and improve marketing effectiveness.” María said.

Well done team! We are so proud of you, and we are so thankful for all your hard work.